The little things matter. Brands aren’t a make-up of carefully controlled social media and advertising. Brands aren’t your logo or thoughtfully crafted branding guide. Brands are a interwoven collection of every touchpoint a customer encounters your company. From your website to your front line staff, the little things make the difference.

Most of what makes up a brand is completely out of the control of marketers.

Today I went into a high street clothing store. It was priced in higher end of the fashion in this area. The clothes were interesting and the fabrics good quality, but on every fourth or fifth rack the clothes were creased. No one in the store had taken the time to steam them or present them with care. In this moment, all the well-executed marketing didn’t matter. The clothes seemed cheap. A little thing changed my impression on the brand completely.

People will forget what you said, people will forget what you did, but people will never forget how you made them feel. — Maya Angelou

All these touch points add up to create a connection with your brand; good, bad or indifferent. We rely on digital communications to deliver many critical moments from pre-purchase research, purchasing and post-sales support. We devote countless hours getting the copy and visuals of our website perfect, but do we design for how it makes visitors feel?

We all know websites aren’t living, breathing creatures but we do know that’s precisely what users expect. So the middle ground is a website that feels like it is powered by a person. ~ Design Shack “How emotion can impact your website conversions”

The use of humour, relatable language or intuitive design can all help build an emotional connection to your visitor. The little things are hard to master. When we spend as much time working on how we want to make people feel about our brand, as what we want to say about ourselves, we create real connections that bring our brand to life.

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Posted by Nicole Williams

I'm a marketing geek with a passion for tech. Previously, I was the marketing manager for SilverStripe (open source CMS and cloud PaaS) Currently, podcaster and blogger for TechMarketer.org and founder of Wellington Marketing meetup. Currently exploring Europe and living the dream! I'm always up for a chat about marketing and I love sharing my experiences so that others don't have to learn the hard way.

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